The bond between a public relations team and its client is pivotal. Regardless of the size, sector, or type of project, the strength of the relationship between the PR and client is the difference between success and failure. It is just as important, if not MORE important, than between the PR and the media. Without a good working relationship, your agency won’t find the stories that will make you stand out.

Here are some top tips to help your relationship flourish:

Ensure your PR team is well-equipped

Provide your PR team with the resources needed to understand your business and represent you effectively. This includes giving access to experts, senior leaders, relevant business information, and future plans. This is the best way to identify those unexpected stories that can be media gems.

Consider the PR as part of your team

The best way a client can support their PR team is by involving them in the business daily and updating them regularly. This ensures alignment, creates opportunities on both sides, and is more likely to reveal impactful stories.

Be firm on meeting deadlines

The client and PR advisor must have a mutual understanding of deadlines. Communication should be transparent about any deadline alterations from either side, particularly if they will impact something that has been promised to a journalist. It’s not acceptable to leave a journalist waiting or fail to meet their publication deadlines. Also, avoid leaving the PR team in the dark after they’ve sent materials for review – timely and clear feedback prevents unnecessary follow-ups and ensures deadlines are met.

Keep your PR informed

Update your PR team about significant organisational changes or projects. This helps them prepare appropriately for any queries about the company’s activities. Avoid surprises and foster a culture of open communication, which can prevent misunderstandings and unexpected events.

And most importantly…

Remember, your PR wants you to succeed

A good PR will always have your organisation’s best interests at heart and help protect and promote your brand. Foster a relationship where they can give constructive feedback.

By maintaining open and honest communication with your PR, you will have a long, happy, and successful relationship with them, and your PR activity will flourish.

For more information about Nurture PR contact: hello@nurturepublicrelations.com